A solid social media strategy is no longer a “nice to have” but a “need to have” in an overcrowded and com-petitive marketplace. When we develop an online marketing plan for our clients, we begin with a solid and integrated strategy and end with a way to measure the value of the campaign. It’s important to remember that social marketing offers some powerful marketing and lead development tools but it is only one ingredient in an overall online marketing strategy and not a magic bullet to cure all your marketing and sales woes. When integrating social media marketing into your overall marketing mix, focus on two goals: increasing brand awareness and driving more targeted leads to your sales funnel. Key elements to include in your social media mix will follow in the coming weeks.